We all know that HubSpot is a powerful solution optimized to automate all of your modern sales and marketing processes. It also brings us the creative ideology of inbound marketing that has been known to yield profound results even during unfavorable market conditions.
Combining HubSpot tools with this fresh concept can help you widen your prospect in the field of business and open up new horizons. One such strategy is using the power of video in a HubSpot sequence.
If you are a user of HubSpot tools and in a sales or development role, you must be familiar with HubSpot Sequence. It allows you to automatically push one-to-one messaging to a lead, facilitating and simplifying your sales process based on the most effective and used copy.
Now we are going to learn how you can include engaging video content on these sequence emails to enhance their results. But before getting started, take a look at how you can add videos to your sequence emails.
How to add videos to Sequence emails?
Note: this feature applies to Sales Hub Professional, Enterprise and Service Hub Professional, Enterprise.
Step 1: In your HubSpot account, and select the Sequence at the top.
Step 2: Select the video icon in the sequence editor.
Step 3: Click on the New Video option in the dialog box, and select from the following:
Now that we are thoroughly familiar with the process of inserting a video, let's check out the benefits of using videos in sequence emails.
Recommended reading: All you need to know about HubSpot Workflow vs. Sequence
How to leverage videos in HubSpot sequence:
Popular surveys and reports state the same thing, people perceive and process videos quicker and better than plain text. They enjoy videos, pay attention, and can retain more information. You may be surprised to learn that viewers retain 95% of the information when they watch a video, while only 10% upon reading a text.
Sales departments may have a smaller target group of prospects, but this intensifies the need to nurture them, as sales teams are responsible for closing leads and driving conversions. Thus, leveraging videos in the processes mentioned below is crucial. So, let's jump in.
Engage with a prospect
It is a relatively common method to use sequence emails to nurture your leads and evoke them for a response. As a sales personnel, you must be familiar with the multiple touchpoints you need to cover for each prospect- while you have a dozen of them at the same time.
Thus, it is of immense benefit to find an easy and out of the box way to approach them and track their engagement with each message.
Consider including an introductory explainer video to convey who you are and what your purpose is to your leads. You can also encourage them to take action by including a virtual call to action like: "If you have any question or want to know more". This adds a face and a personal touch to your approach.
That's not all; adding a video to your sequence of emails will set you aside from the hundreds of emails that a prospect may be receiving and also distinguishes you from other competitors. By adding a face to your name, you are also facilitating the process of brand building.
As per HubSpot research, 80% of business professionals believe that email marketing increases customer acquisition and retention. However, they also emphasized that the open-rates of emails have dropped considerably.
Video adds innovation to the monotonous marketing or sales emails. All you need to do to improve your open-rates is to create a curious subject line and include an engaging video in the emails to grab the attention of your newsletter subscribers.
Nurture your relationship with leads
It takes days or weeks for the sales executive to close a prospect into a customer in most sales processes. This is a crucial time since you have to continually stay connected and make sure the lead is moving forward in the funnel.
This is also the phase where companies can build trust and establish reliability.
How? By providing helpful and entertaining content. Again, video is one of the most interesting and effective ways to convey that information. Adding crisp video content along with a routine message will help you spice up the conversation and keep them connected to you and make their experience with you memorable.
Consider using the video for the tier one leads, who you think have more chances of conversion. You can include the content in the third or fourth touch. We recommend that you keep the email text simple to draw most of the attention to the video.
You can use character animations or 3D videos. Make sure you mention the video in the subject line.
Follow up on a customer
As preached by inbound marketing, stopping at closing a deal is not really a good idea in the long run. To make the most of your efforts, we recommend following up regularly on existing customers to delight them.
The "Delight" phase in inbound marketing helps you strengthen your customer base with thoughtful and meaningful content meant to derive their decision to renew.
Whether you are trying to put forward a new service line and upsell or talk about upgrades to their existing contract, a personal video from a customer representative will fascinate this process. This makes sure that your customers or clients do not feel left out or forgotten after the conversion.
Depending on your company's sales process, you can experiment with the type of video content you are adding to your sequence. You can track the videos' performance and figure out which content was useful and which failed to perform. And voila! You gave the formula to a perfect sales marketing email campaign.
In order to use your video content in sequence in their best capacity, you have to make sure you produce quality content. From quality we mean, great content, engaging script, neat animation, and a resonating voiceover.
You can make sure of the same by doing good research on your end or employing professional video production companies proven to yield great results.
Still, if you are facing any problem in understanding or implementing the concept and looking forward to hire HubSpot expert who ensure to drive traffic and conversions, then don't miss to read this ebook.
Here is some reference material for you:
As you must be convinced by now, videos have multifold benefits, not just in the marketing but also in sales processes. Thus, we recommend you to get all your creative juices flowing while creating the new copy for your HubSpot Sequences.